Samsung Surpasses Apple to Become Global Smartphone Sales Leader

Transsion, the company behind Infinix, Tecno, and iTel, ranked fourth with 28.6 million shipments and a 9% market share. It posted the strongest YoY growth among the top five at 12%. Vivo placed fifth, shipping 28.5 million phones, also with a 9% share, and growing 5% YoY.

Samsung’s performance was supported by strong demand for its Galaxy Z Fold7, Flip7, and mid-range models like the A07 and A17. Apple’s base iPhone 17 exceeded sales expectations due to what Omdia described as an improved value proposition. Xiaomi’s sales dipped in China after the end of government subsidies, but remained strong across Asia-Pacific. Vivo grew steadily across multiple regions, including India, where it surpassed Huawei.

The global smartphone market recorded 320.1 million shipments in Q3, growing 3% year-on-year. While North America and Greater China saw declines, regions like Asia-Pacific, the Middle East, and Africa showed strong gains. In particular, Africa grew by 25%, while the Asia-Pacific region increased 5%.

According to Omdia, most of the market growth came from entry-level phones under $100 and premium models above $700, while mid-range devices continued to struggle. The report also noted that rising prices in the near term may limit further growth in the low-end segment.